Asian Untold
The Ask: To support the next phase of Digitas’ @AsianUntold and educate Non-AsAMs in the wake of rising Anti-Asian violence.
The Insight: Asian American identity is whole and valid, yet difficult for both Asians and Non-Asian Americans to genuinely understand.
The Idea: Asian American language lessons
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Creative Team
Audrey Siaw-Asamoah - Copywriter
Raven Faux - Copywriter
Bryce Chen - Art director
Samanthah Santana - Art Director
*Selected as MAIP 2021 Pitch Winners by Digitas & MAIP*
How to Speak Asian American
The AsAM identity is passed on through cultures of storytelling.
We want to preserve the Asian American experience by creating an evolving visual dictionary of uniquely AsAm moments across the Asian American spectrum, detailing sparks of cultural intersection, racial hardships, and stories of joy.
This campaign does not struggle to translate itself, instead it challenges those outside the community to pause and learn.
Social
These social posts colorfully illustrate different universal moments of the Asian American experience.
Experiential
Our @AsianUntold podcast will be hosted by journalist Lisa Ling of CNN’s This is Life.
Each episode will feature a different Asian American activist or storyteller that discusses the Asian American experience.
OOH
These visuals illustrate two distinct moments in the AsAM experience: fighting over who wants to cover the check after a meal and serving sliced fruit as an apology.
Your Latest Coffee Table Book: Being Bold
Being Bold is the key to learning how to speak Asian American. Through short stories and essays, readers are given an intimate look at the nuanced psyche of individuals navigating bi-cultural experiences.
Coffee books to be promoted and sold at Barnes & Noble and minority-owned bookstores.
Book
Inside Being Bold
Storytellers of the culture.
Ocean Vuong
The acclaimed, As-Am queer poet will contribute an original short story.
Awkwafina
The beloved As-Am comedian and actress will write the playful essay, “On Food”.
Mindy Kaling
Trailblazing Indian-American comedian and actress, to pen a playful essay titled: “ On Career”.
Anuradha Vikram
Interspersed throughout Being Bold, will be AsAM artwork curated by the Asian American curator and activist.
